I understand Apple's motivation - I think dropping the number would have been better on the next update.
What the new iPad really is about is the screen. Where people get disappointed or confused is that many expected the upgrade to be more than just the screen and the processor dedicated to supporting the resolution. All you have to do is look at numerous postings on this board to confirm that.
In markets outside of the US, Apple has now had to go back to consumers and offer refunds because they did not make it clear that the 4G frequency that the new iPad supports is only available in the US. Putting the emphasis on the screen (HD) could have probably avoided some confusion.